Survey: Canadian shoppers not impressed with Target

By Marianne Wilson

NEW YORK — Canadian shoppers aren’t wowed by Target Corp., according to a customer-satisfaction rating survey by Forum Research. As reported in The Globe and Mail, the survey ranked Target at the bottom of a list of major retailers operating in Canada. (Satisfaction as measured by the survey relates to service, prices and/or merchandise offering.)

Over all, Target scored a mean 2.7 out of 4, compared with Costco’s 3.5, Wal-Mart’s 3.1 and a 3.2 average.

Shoppers complain that Target stores have been short on inventory and that prices are higher than those at outlets across the border, the report said.

“There was a lot of hype before Target entered the country,” Forum president Lorne Bozinoff said in the report. “Now that people have shopped there, I think there is a bit of a letdown.”